i don't want us to be the data people. i want us to be the people people. we are turning the voters into data points instead of people. >> josh -- >> i'm actually amused by the reaction here. i think it's similar to the way a lot of liberals react to corporate marketing. target figures out you are pregnant before others know. >> it's creepy. >> i think it's great. companies know what i want. >> you have the e-mail saying you have been inseminated, that's a great e-mail. >> here is the thing -- >> why not do it on the political spectrum. >> right wingers think it's good, too. what they are for, i'm against. >> the republicans do less of this. >> exactly. >> it's a mistake on their part. >> i agree, it helps you win elections. it doesn't help run the country. it especially does not help the people. does it do anything, for example to help poor people in this country? no. >> the electorate isn't one thing. it's a diverse group of people. it allows you to get out messages that wouldn't be broad enough -- >> let me say one thing -- >> this erupted at the table.